On a media budget of £500,000 (the cost of a dozen fashion spreads), Urban Tour delivered: Awareness increased to 24% (from 13%)7.36m views in first 8 weeks3rd most watched brand video - YouTube 2011237,000 new male Facebook fans (24% increase over 11 weeks)6.9m Twitter impressionsIncremental revenue: £2,000,000 40,000 new male shoppers46% visitors new to ASOS14% visitors purchased within 7 minutes of watching content! (vs target of 5%)By bringing together exciting brand content, laser-targeted distribution models and innovative e-commerce technologies, it is possible to win in fashion – on a fashionably small budget.

We partnered with Universal Music and Vice Network to create and distribute 40 pieces of brand content, set in the coolest neighbourhoods around the world, promoting their emerging urban talent across music, street and fashion.After the initial promotion through talents’ and partners’ owned channels, all content was then micro-targeted against YouTube and Facebook users’ demographics, interests and behaviours.

Mindful of the low budget, we used innovative technologies such as YouTube’s TrueView formats and booked media directly through the partners’ open API. This kept costs down to an all-time low of £0.02 per view.Upon arrival on the Urban Tour platform, visitors landed (and we mean it literally as we used a dynamic earth landing visualisation) on the urban dancers brand video featuring clickable ‘hotspots’ that allowed them to interact with the dancers and instantly buy their ASOS clothes.Urban Tour generated 9m YouTube content views and 6.9m Twitter impressions!

Traditional fashion advertising was not helping UK online retailer ASOS target young men.

Awareness was low at 13% and the company could only afford to invest £500,000 in a solution.Through our own research we knew that, when it came to fashion, urban young men were influenced by emerging icons of popular culture, not fashion advertising. The one format they loved consuming and sharing was online video.We set up a groundbreaking partnership with major talent labels and media platforms to create and distribute branded content featuring the world’s hottest urban acts showcasing ASOS clothing in some of the planet’s coolest neighbourhoods. When the visitors landed on the ASOS Urban Tour platform, they could freeze the videos and buy items on the spot.

Urban Tour was 100% based on branded content. It generated £2,000,000 of incremental revenue and became the 3rd most watched brand YouTube video in 2011.